What Others Are Doing: Promotion Effectiveness

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AssignmentA large consumer products company wanted to reduce trade spending while minimizing any negative impact reductions might have on merchandising effectiveness. The DHC Merchandising Effectiveness ModelSM (MEA) was used to conduct a comprehensive evaluation of the company’s promotion practices over a two-year period. The result was the identification of a set of best practices for promotion effectiveness and recommendations for where and how trade dollars should be spent to increase the return on the marketing investment. The customer was able to cut trade spending by 20% while incurring only a 2% loss in volume.

IMPULSE SALES:

Evolution of the Front-End

Front-End Checkstands are constantly evolving. How does this innovation impact impulse sales? With continued evolution must come continual evaluation of these front-end merchandising changes.

NEW RESEARCH REPORTS:

Top Talent: A Top Priority

This comprehensive study conducted by the Sales Executive Share Group (SESG), an organization of the top sales executives at major CPG companies, provides insights into recruiting and retaining Millennials for Consumer Packaged Goods Sales.